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The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around public health, gambling advertising, data and e-privacy, trust, the digital economy and more.

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The Value of Trust Report

Media Resource Public Trust

Trust in advertising is on the rise, according to a new report the ‘Value of Trust’, launched today (June 4) at an industry breakfast briefing.

The new report builds on the work begun by the AA’s Trust Working Group in 2018 and answers the question, “Why does trust really matter in advertising?” including new data, insights and analysis from advertising industry thinktank, Credos.

As a member, you can download the report by entering your email on the right-hand side of this page.

Key findings of note include:

  • For the first time in a decade, advertising is no longer the least trusted industry, having overtaken the government and media
  • Trust is now the second strongest driver of brand profitability out of seven brand metrics, second only to the perceived quality of the brand
  • Brands which moved away from building longer term trust and towards short-term marketing tactics to defend sales during Covid-19 suffered from falls in both profit margins and business effectiveness that lasted longer than the economic downturn.

This new research highlights the importance of the Advertising Association’s ongoing work to rebuild public trust in advertising, showing how more engaging creativity and well-planned media exposure, not only improves trust but drive better business outcomes too.

You can read more about the announcement here. If you would like us to present a deep dive into the results for your organisations, please contact Sharon.lloydbarnes@adassoc.org.uk to arrange this.

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